A Word Holds a World – Pitfalls in Design Thinking

To design something is not a random process. The creative act has its characteristic associative leaps within and between concepts. Pinning words to these concepts can limit design thinking. A few thoughts on this topic.

If we’re thinking of a lunchbox, we’ll be really careful not to have the word ‘box’ already give you a bunch of ideas which are … quite narrow.- Jonathan Ive

David McGillivray has written a beautiful post on how labels are saddled with assumptions and how it narrows design thinking. The context is a design competition to build a lunchbox that is also a bag and a pencil box. Some fantastic quotes from David’s post. 

Labels have to exist because we have to talk about projects with people when we’re working on them, and if an element doesn’t have a name, we need to give it one so people know what the hell we’re talking about.

..right, next is the “Profile Page.” Just this generic label alone starts the design process in my head. Immediately, my subconscious cross-references all the profile pages I’ve seen and compiles a generic layout for me. 

it’s not our fault, it’s (hopefully) not because we’re bad designers, but because ofhow our brains are wired to work. The association that occurs is an unconscious process that plots its commute along well-worn neural pathways that are formed and reinforced everyday as we work, and discuss design.

The entire post is a fantastic deconstruction of how designers approach designing. Make sure you read it. 

Its fascinating how a mind cognizes the world. Every sensory input is labelled, classified, stored and processed away. Being aware of this cognitive process invariably makes you a better thinker. It does not matter if you are not a designer, even as programmers or product managers, one invariably has to name a class or a feature or an entire product. Awareness of how an idea will be perceived makes you able to choose an appropriate name.

And I also find the idea of conjuring a whole world of visuals, feelings, ideas, words and preferences from merely uttering a word as akin to magic. Assume I said, “Game of Thrones” or “Mahabharatha” or “Illiad” or “Scala”. Based on your exposure to these works, a whole set of impressions would have been brought in front of your mind’s eye. It is miraculous how the mind has an entire set of impressions stored and indexed and is able to retrieve it in real-time. And this is not just lexical matches, even semantically associated/related terms are brought out.

A mythologically inclined mind would treat us as magicians, by our ability to bring up worlds of experience with a mere word! Perhaps there is something to it when Vyaasa said, 

The world is like an impression left by the telling of a story. – Rishi Vyaasa

And watch the video of Jony Ive reviewing lunchbox designs. Such humility in his stance. And the Apple lab is not shabby either! 

How do you think about thinking and design? What is occurring in your head just now?

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